Speaking of these inserts. This year, we are doing our printed campaign a little differently! We made the customer even more central to our approach and focused on a seamless customer journey. Where QR codes seemed to be obsolete just a few years ago, they have resurged partially due to COVID. Now, the customer is used to picking up their phone and scanning a QR code. We have responded to this development by connecting our offline and online channels.
Our printed media inserts consisted of several parts: accommodations and inspirational content around several themes – family breaks, Spain's hidden gems, relax & recharge, etc. They came with a corresponding QR code, which has yielded excellent results. Accommodations came out on top, as the codes didn't just lead to additional traffic, it led to actual conversion. This means we were able to tempt holiday makers towards our accommodations, directly resulting in bookings.
The conclusion we have drawn from this, is that we've been able to make the customer journey even more seamless. The customer landed directly on the relevant accommodation page, simplifying their journey. This is partly why bookings are up 30% compared to the same period in 2020. In short: a great success; bringing Sunweb Group one step closer to our ambition of becoming the leading digital holiday expert.